Projeto da soluo

MANUAL de instrumentos
Business model canvas

Escola Politcnica UFRJ

Graduao em Engenharia Industrial
Curso de Projeto de Produto/Design
Prof. Carla Cipolla
Coppe/PEP

Business model canvas

The Business Model Canvas is a strategic management tool, which
allows to develop and sketch out new or existing business models. It
is a visual template preformatted with the nine blocks of a business
model.
The Business Model Canvas can be printed out on a large surface so
groups of people can jointly start sketching and discussing business
model elements with post-it note notes or board markers. It is a
hands-on tool that fosters understanding, discussion, creativity, and
analysis.
The Business Model Canvas is initially proposed by Alexander
Osterwalder based on his earlier work on Business Model Ontology.

http://upload.wikimedia.org/wikipedia/en/1/10/Business_Model_Canvas.png

Visual thinking is indispensable to working with business models*. By

visual thinking we mean using visual tools such as pictures, sketches,
diagrams, post-it notes to construct and discuss meaning. Because
business models are complex concepts composed of various building
blocks and their interrelationships, it is difficult to truly understand a model
without sketching it out. Lets see the BUSINESS MODEL CANVAS

FROM http://businessmodelsinc.wordpress.com/

Non-monetary and
collaborative exchanges

Inspired on http://upload.wikimedia.org/wikipedia/en/1/10/Business_Model_Canvas.png

What value proposition (BENEFIT) do we

deliver to users?
Which one of our users problems are we
helping to solve?
What bundles of products and services are
we offering to each user segment?
Examples: newness, performance, customization,
getting the job done, design, cost reduction, risk
reduction, accessibility, convenience/usability

Users
For whom are we creating value?
Who are our most important
users?

Users
What type of relationship does each of our
users segments expect us to establish and
maintain with them?
How are they integrated with the rest of our
business model?
Examples:

Personal assistance, dedicated personel assistance, selfservice, automated services, communities, co-creation

Through which channels do our user

segments want to be reached?
Through which channels do we deliver
benefits (value propositions) to users?
How are our channels integrated?

How we are integrating them with user

routines?

What key activities do our value

propositions require?
Or better saying: which activities are
required to produce the benefits (value
propositions)?
Key activities categories:
Production, problem solving, platform/network

What key resources do our value

propositions (benefits to users) require to
be produced?
Types of resources:
Physical, intellectual, human, financial

Who are our key partners?

Who are our key suppliers?
Which key resources are we acquiring
from partners?
Which key activities do partners perform?
Motivations for partnerships:
Optimization and economy, reduction of risk and
uncertainty, acquisition of particular resources and
activities

What are the most important costs inherent in our business model?
Which key resources are most expensive?
Which key activities are most expensive?
Is you solution more:
Cost driven (leanest cost structure, low price value propostion, maximum automation,
extensive outsourcing)
Value driven (focused on value creation, premium value proposition)
Sample characteristics:
Fixed costs (salaries, rents, utilities)
Variable costs
Economics of scale
Economics of scope

fluxo de receita

For what value are users really willing to pay?

How would they prefer to pay? How much does
each revenue stream contribute to overall revenues?
Types:
Asset sale
Usage fee
Subscription feeds
Lending/renting/leasing
Licencing
Brokerage fees
Advertising

Fixed pricing
List price
Product feature
dependent
Customer segment
dependent
Volume dependent

Fixed pricing
Negotiation (bargaining)
Yield management
Realt-time-market

Non-monetary
exchanges or revenue
Is there non-monetary exchanges promoting the
circulation and redistribution of valuables within
the participants?
Some examples:
Donations
Barter
Co-operation
Information (users profile, registered websurfing data, search engine data)

NEW! (not included in

the original business
model canvas

NESPRESSO BUSINESS MODEL (using BMCanvas)

Business Model Canvas as a

collaborative tool (post-it again!)

Business Model Canvas

as a collaborative tool

Business Model Canvas

as a collaborative tool

Business Model Canvas

as a collaborative tool